10, Oct 2023
ZEE Tamil celebrates 15-year milestone with reimagined consumer experience, paying tribute to Tamil Nadu’s cultural ethos
Chennai, 10th October 2023: Staying at the forefront of the ever-evolving entertainment landscape, Zee Tamil, one of India’s leading Tamil general entertainment channels, has today unveiled its new design interface that captures the heart and soul of Tamil Nadu. The marigold-inspired design is reflective of the cultural ethos of the region. Rooted in its brand promise of ‘Manadhal inaivom, maatrathai varaverpom’ (Bridging hearts and welcoming change), Zee Tamil’s transformation paves the way for embracing change while connecting with today’s confident, vibrant consumer.
Zee Tamil’s strategic evolution of its on-screen TV experience optimizes information delivery for maximum business impact. Supported by cutting-edge Neuroscience, this intelligent design system captivates consumer attention, enhancing memorability and viewer retention of tune-in details. It solidifies platform recall and amplifies brand partners’ visibility, offering a unique value proposition.
Commenting on the development, Mr. Kartik Mahadev, Chief Marketing Officer – Content SBU, ZEE said, “Zee engages the many Bharats and its aspirations through content brands that are rooted in culture. The refreshed Zee Tamil brand design is an ode to the strength and dynamism of the Tamil viewer. The “marigold” inspired design is a vibrant expression of the auspicious new beginning that the channel seeks to provide through its inspiring content, nudging positive actions, and inspiring outcomes. Zee Tamil’s transformative endeavor will further strengthen the ZEE network commitment to consistently design and deliver extraordinary experiences to our viewers.”
Speaking on the channel’s business strategy, Mr. Ramanagirivasan, Chief Channel Officer – ZEE Tamil said, “Over the past 15 years, Zee Tamil has built a robust audience connection through content crafted with a profound understanding of consumer sentiments. This bond is a testament to the deep emotional resonance we share with our viewers. In the last 1 year, the strategic overhaul of our prime-time fiction programming has resulted in a substantial surge in viewership share in Tamil Nadu (U+R), from 17% to an impressive 23%. We aspire to carry forward this momentum by not just delivering engaging content but also enhancing consumer experience through our innovative tech-forward approach.”
Zee Tamil’s new design world centres around the core thought of ‘Vibrance’, embodying the growing inner strength and confidence of the Naya Bharat that is charting new territories like never before. This unique design approach is brought to life through the visual metaphor called the ‘Circle of Spark’ that ignites life’s most defining moments through inspiring stories and aspirational characters.
In sync with the larger campaign thought, ‘Ungal manam virumbum maatram, indhe ini aarambam’, which translates to ‘A good start to the change your heart desires’, the channel will embark on this new journey by reaching out to 1 lakh women across temples in Tamil Nadu and offering them prasadam along with marigold flowers. Further, viewers of Zee Tamil can also look forward to two exciting new shows – Naladamayanthi and Sandhya Ragam starting from Oct 9 in prime time.
In the wake of the brand refresh, Zee Tamil’s annual awards show, Kudumbha Viruthugal, is set to make a remarkable international debut. In an unprecedented move, the show will now extend its invitation to Tamil fans worldwide. For the Tamilian diaspora across the globe, their connection to Tamil content serves as a vital link to their cultural heritage and entertainment. Select fans from various regions will win an extraordinary opportunity to meet their beloved stars in person.
The consumer experience-led brand refresh and the fresh content line-up coupled with all these exciting initiatives undertaken by Zee Tamil further propels its growth story and reaffirms the channel’s commitment to bridging hearts and welcoming change in Tamil Nadu and beyond.